werbeplanung.at summit 15 - die rta-strategien der wichtigsten österreichischen online-angebote -...
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Microsoft Advertising RTA Strategie
The Shift to ProgrammaticSusanne OstertagCountry Manager Advertising & OnlineMicrosoft Österreich
*BI Intelligence Estimates report, Magna Global, IDC, IAB
50% des US Online Display Ausgaben bis 2018 via programmatic prognostiziert*
87% der Werber planen Media via Real Time Bidding zu kaufen
Programmatic Real Time Bidding hat die Werbeindustrie über Nacht verändert
“80% of display spend will transact programmatically within 12 months” – Paw Saxgreen, GroupM DK.
“You should sell programmatic like you do the handsold business. You should come and visit and push the messages like you do so well to the planners” - Amnet DK
*BI Intelligence Estimates report, Magna Global, IDC, IAB
50% des US Online Display Ausgaben bis 2018 via programmatic prognostiziert*
87% der Werber planen Media via Real Time Bidding zu kaufen
Programmatic Real Time Bidding hat die Werbeindustrie über Nacht verändert
“80% of display spend will transact programmatically within 12 months” – Paw Saxgreen, GroupM DK.
“You should sell programmatic like you do the handsold business. You should come and visit and push the messages like you do so well to the planners” - Amnet DK
.. und wächst signifikant, weil es die Bedürfnisse der Advertiser erfülltScale of Inventory Audience
TargetingHöhere Effizienz
Zahlreiche und vielfältige Inventar Quellen
Einfacher Zugang
Besserer Zugang zu noch mehr UserInnen, zeitunabhängig und über alle Touchpoints
Mehr Insights zur Zielgruppe
Höhere Präzision
Zahlreiche Zielgruppensegmente
Weniger Zeit für Adoperations
Weniger Streuverlust
Global Frequency Kontrolle
Messbare Ergebnisse
DataFundiertere Entscheidungen
Effiziente Workflows Kein Papierkram. Weniger Telefonanrufe.
Vorteile für Werbetreibende
PreistransparenzWerbetreibende entscheiden selbst, was ihnen eine Impression wert ist
€
• Zur richtigen Zeit. • Am richtigen Ort. • Mit der richtigen
Message.
Programmatic Buying verbindet Marken mit den UserInnen
€
348MUUs auf MSN Homepage & Verticals1
32.7BImpressions / Monat2
8BImpressions / Monat auf Windows Tablets and PCs4
252M
Uvs / Monat
Microsoft Advertising: Premium Audience garantiert
Sources: 1. comScore Key Measures, WW, December 2014; 2. Microsoft Internal Data, WW, January 2015; 3. Web only: comScore WW Data, January 2015; 4. Microsoft internal data, WW, October 2014. For iOS and Android, the numbers represent tablet & mobile for Microsoft own & operated apps.
Ads in Apps on
In einem 100% brandsafe Umfeld
10B Impressions / Monat auf Mobile4
Österreich22% Reach1.1 Mio UUs Desktop
Österreich13% Reach667k UUs Desktop
Österreich20% Reach1 Mio UUs
Österreich37 Mio Impressions
Österreich4 Mio Impressions
Ad Sizes Microsoft Ad Exchange (MAX)
*versaTile ads – available in all MAX markets except USA and Korea**Animated 160x600 SSL Creative
300x250
728x90
160x600
320x50
160x600
300x250
300x600
728x90
320x50
300x50
480x80
640x100
350x50
300x250
728x90
300x600
160x600**
versaTiles v2 (100x72)*
Ads in Apps Ads in Apps
24M imps1 61M imps1 25M imps1 4M imps1 37M imps1
MSN combined with Bing Apps means consumers can enjoy a more personalised experience with a seamless cross screen involvement, opening up more opportunities of engagement for advertisers
1 MioUUs/Monat
20% Reach
200Mio MSN nutzen iOS or Android
devices
Hohe Viewability
Raten, ausschließlic
h Scroll Initiated
Ads
425MIO MSN Classic Users globally
Österreich
332 millionweltweit
22%Reach in
Österreich
Desktop only
33%Aller
internationalen Calls viaSkype
Skype offers advertisers a unique opportunity to reach consumers while they are in an intimate environment engaging with their family and closest friends for long periods of time
1,1 MioUUs/Monat
2.8billion Minutenof Calls pro Tag
Österreich
240Mio Users weltweit
With fully integrated ads, audience targeting and advertiser exclusivity, Outlook.com provides a quality and trusted platform for advertisers to reach a huge global audience
Newly designed and integrated user experience
53Outlook.com
Märkte weltweit
667.000UUs/Monat
12,8%Reach
Österreich
MSFTAppNexus
Supply / Sell Side
Den Microsoft Exchange erreichen Sie mit einer Vielzahl von Tech Partnern im Exchange Ecosystem
Tech Partners
Demand Aggregators
Advertisers, Agenturen
DSP
DSP
DSP
DSP
Ad Networks
Agency Trading Desks
Retargeters
Demand / Buy Side
Advertisers
Agencies
Exchange Real-time
Bidding
Microsoft Programmatic Offering
Automated Guaranteed
Automatisiertes Audience Buying, mit garantierter Auslieferung. Integration von Buyer Side and Microsoft Data
DIFFERENZIERUNG:
Precision audience targeting (profile, BT, custom, etc.) and cross devices targeting
Märkte: Pilotmärkte
Microsoft Advertising Exchange Deals
Fortgeschrittener RTB Marktplatze mit privileged / special Terms für Kunden mit fixen Commitments
DIFFERENZIERUNG:
Deal IDs mit Price Discounts, Priority Auction & Contextual Packages
Märkte: 30
Microsoft Advertising Exchange
Ein Realtime Bidding (RTB) Marktplatz mit “raw” Impressions
DIFFERENZIERUNG:
Quality, brand-safe audience inventory at scale
Märkte: 40
Microsoft Advertising Exchange Deals (MAX)
MULTIPLE SCREENS
Private Marketplace (PMP Offering)A real-time bidding marketplace with custom deals, tiered pricing, advantaged pricing, and contextual packages.
MA
RK
ET
AV
AIL
AB
ILIT
Y
FranceGermanyHong KongIndiaIndonesiaItalyJapanMalaysiaMexico Netherlands
ArgentinaAustraliaAustriaBelgiumBrazilCanadaColumbiaDenmarkFinland
PR
EC
ISIO
N
WIT
H Y
OU
R D
ATA
QU
ALIT
Y
AU
DIE
NC
E A
T
SC
ALE
Sports
Entertainment
Autos
Lifestyle News
Money
• Sub-level domain transparency• Contextual packages• Audience targeting• Demographic targeting
Ads in Apps on:
Mar. 2015
New ZealandNorwaySingaporeSpainSwedenSwitzerlandTaiwanThailandUnited KingdomUnited States
DenmarkAutomated Guaranteed & RTB
FinlandOpen Exchange
NorwayOpen Exchange& Deals
SwedenOpen Exchange& Deals
Nordics Pilot: Validating Audience Buying Models, Engagement, & Offering
Market Design
Fully transparent, BT & profile for all bidders
Top Banner in open auction, offer direct RTB deals with BT and Profile targeting
Top Banner in open auction, offer direct RTB deals with BT and Profile targeting
Offers a wider range of options to capture guaranteed, partnership w/GroupM
We Expect to Learn About:
• Customer Engagement Model
• Data leakage in RTB
• Business model incl. roles, process, etc.
• Yield and STR in an open exchange setting
• Customer Engagement Model
• Data leakage in Deals
• Business model incl. roles, process, etc.
• Improvements by including deals
• Customer Engagement Model
• Data leakage in Deals
• Business model incl. roles, process, etc.
• Improvements by including deals
• Customer Engagement Model
• Data leakage in Deals
• Business model incl. roles, process, etc.
• Automated Guaranteed
AccelerationSlow Start Q4 / Dezember.Real progress as of January.We are now breaking programmatic records across the board, DK, FI, NO, and SE.
1. Revenue
EvolutionPartners need a programmatic first sales experience.
Migration of IO based business to Programmatic also accelerating
Engagement of multiple teams and partners at agencies and Microsoft
2. Sales Motion
IntegrationGroupM is our exclusive partner for testing of automated guaranteed
Cautious but steady progress
3. Partnership
Early Status and Learning – First Check in
Wir sehen einen hohen Zuwachs bei der Anzahl der aktiven Kunden
=> N
r of a
dver
tiser
s
=> Time in months from 1-9
Monetization & Fill Solutions Strategy
Supply Strategy
Data Strategy
MAX strategische Prioritäten in den nächsten Monaten
Automated Guaranteed (in alpha)
Launch & Scale Mobile & Windows In-App inventory
Improved Deal capabilitiesExpand Skype
inventory to additional markets.
Standardize Outlook.com160x600
Video evolution, including Xbox TV ads test
Expand Markets Where Appropriate
Market Strategy
Vielen Dank für Ihre Aufmerksamkeit
Sie haben Fragen? Bitte wenden Sie sich an
Susanne OstertagCountry Manager Advertising & Online Microsoft Austria+43 664 [email protected]
Hannes EckardtT&E Specialist Advertising & Online, Microsoft Austria & [email protected]